In his 2004 book The Paradox of Choice: Why More Is Less, psychologist Barry Schwartz makes the case that when one is given more choice, it can easily overwhelm and lower overall performance: As the number of available choices increases, as it has in our consumer culture, the autonomy, control, and liberation this variety brings are powerful and positive. But as the number of choices keeps growing, negative aspects of having a multitude of options begin to appear. As the number of choices grows further, the negatives escalate until we become overloaded. At this point, choice no longer liberates, but debilitates.